POCATELLO — Gate City native Brooke Dayley never imagined that what was once her hobby would turn into a full-time business called The Rustic Rose. After a leap of faith, several years of trial and error, and unanticipated amounts of family sacrifice, Brooke says that she and her husband, Greg, are finally beginning to “see the light” as their custom furniture, decor and home renovation business continues to grow. The Dayleys now make pieces for clients throughout Idaho and Utah and have sent some as far as North Carolina.
“Everyone says to find a balance between work and family, but I don’t feel like there is one,” Brooke said. “There are times when your business has to come first. … My husband hardly remembers the first two years of our second daughter’s life because all he did was work. … We had the biggest month that we’ve ever had two months ago. I was even able to volunteer for my daughter’s kindergarten class once a week without being exhausted. … This last year has been huge.”
Whether with their family or their business, Brooke said that one of the keys to their success is that she and her husband have been “very dedicated to making whatever we’re doing work. We want to create things that will last a lifetime. … I’m so grateful I have my husband because I cannot build to save my life and I would not be in business.”
Brooke compares her husband’s skills with design to a forensic artist who can sketch any client’s vision, and then, because of his skills in both metal and wood, he can bring it to life — handmade hardware and all.
The Dayleys just hired their first full-time employee and besides continuing to make custom kitchen tables, entertainment consoles, end tables and home decor, they have now expanded into home renovation. Much of their business comes from new construction clients who want furniture that exactly matches the size and colors of their new or renovated homes.
Brooke started The Rustic Rose in 2013 as a side hobby while she was working full-time at Costco and Greg was working full-time as a welder for Petersen, Inc. Greg suggested selling her pieces at a flea market, which she did.
During this time, a customer approached the couple about building a custom table. Brooke said that Greg had thought working with wood couldn’t be very different than working with metal.
“Little did we know they were very different,” Brooke said. “A lot of people think we’ve gone to school for what we do or that we’ve been interns, but it has been trial and error. … We’ve learned that if the wood isn’t kilned right or it’s not the right type of pine, the wood will split or crack or warp a year later. You want all of the wood to absolutely completely dry. Any type of moisture of any kind in the wood is affected by the new environment in which it is moved to. The process of joining the wood pieces also causes more or less stress whether you use screws or dowels.”
Business over the internet through Facebook and Pinterest has also thrown the Dayleys a learning curve. Their Facebook site, which can be found by searching for “The Rustic Rose Pocatello,” has over 4,300 followers, but she is reluctant to put unwatermarked pictures of their products on these sites because others have tried to claim the Dayleys’ work as their own. They also no longer produce unfinished pieces for clients because they have had some clients finish the products and claim them as their own creations as well.
In 2016, when Brooke had her second daughter, she quit working at Costco and opened “Dayley Deals & Decor,” but over the next year, she found that the shop pretty much just functioned as a showroom and meeting place for custom clients.
“People just love the idea of custom, one-of-a-kind everything,” Brooke said. “When my customers would come in, even if we had finished products, they would want tables 2 inches longer or a little taller or a different color. So mostly what we sold in the stores anyway was the custom stuff.”
The Rustic Rose grew dramatically and soon the Dayleys were faced with the decision of letting Greg’s work at Petersen go as well. After considering the pros and cons and the goals they would have to achieve in five and 10 years, the Dayleys took the plunge, and when Greg put in his notice six months later, the Dayleys had already achieved over half the goals they had written down.
“There were times I questioned our decision,” Brook said. “We didn’t even really live in our house. There were days where I wouldn’t sleep for 72 hours and then I would go home and crash. My husband thought I was going to kill myself, but I thought, ‘Some day, this will all be worth it. There is a light somewhere in that tunnel.’”
Last year, the Dayleys closed their store front, bought a piece of property with a shop, and moved their business and family into one location out at 11539 N. Philbin Road.
Brooke said, “I feel like I am so blessed right now that setting goals to achieve more is being greedy. I really would like to open up another home decor store with my mother. But my husband would have a different answer. He would want to buy a shipping truck and start shipping within the U.S. But I like how our business runs now where we get to know our clients on a one-to-one basis.”
Brooke said that she and her husband are pretty much in their shop from 8 a.m. to 5 p.m. Monday through Friday, but interested clients can make appointments as well by calling 208-220-4235.